In the face of hard resistance from clients, most B2B marketers manage to publish only a smattering of case studies.

Yet a few B2B companies stand out. Several interviewed for this article have strategically produced dozens (in one case, over 100) client case studies. Their success with case studies is not due to their products’ superiority, but to their straightforward and calculated techniques for getting clients on board. As a result, their sales teams benefit from broad collections of case studies and first-class reference programs. This article reveals their secrets.